To achieve successful results from your content marketing strategy, you will need to be ready to dedicate a lot of time and effort. Content marketing is no easy task; with more web content than ever being produced, coming up with fresh, new ideas for your readers becomes more challenging by the hour.
When it comes to getting the results that you need, it’s not only important to be aware of what to do; you should also know what to avoid. We’ve compiled a list of the top ten content marketing mistakes that can prove fatal for a business.
Mistake #1. Focusing on Selling
Does your content focus on selling a product to your audience? Is the main theme all about how great your brand is, how amazing your products are, and why the reader should click this link and buy it right now?
If the answer’s yes, then stop.
Today, customers are faced with a huge assortment of choice online. They know exactly where to find the best products and how to verify their quality. To help their search for the perfect brand, they look for added value. This could be in the form of informative blog posts, honest customer reviews, infographics, videos, and various other forms of content that your company produces. Focus on providing value to your audience, and there need be no hard selling involved.
Mistake #2. Hiring Cheap Writers
Nobody expects business owners to write every single word of their web content. Running a business comes with a massive amount of work and responsibility, so it’s no wonder that many entrepreneurs are advised to outsource their content creation.
However, good content that will attract the interest of your audience doesn’t usually come cheap. You want your brand to be continually producing high-quality, valuable web content and copy. So, you will need to be prepared to invest in an experienced, reputable content writing service. Click here for more information on the top mistakes that content writers make.
Mistake #3. Putting Quantity Before Quality
You may have been able to get great results by focusing on churning out hundreds of low-quality articles a decade ago. However, search engines today have become much stricter when it comes to the type of content that gets approved.
One of the biggest ways in which you can harm your content marketing efforts is to focus on quantity over quality. Yes, it may be easier and cheaper initially to pay for cheap guest posts on barely relevant blogs. But, consider the long-term. Content marketing this way means that you will need to work harder and for longer to see progress. In addition, buying bad-quality content or black-hat link building services is akin to throwing your money away.
Mistake #4. Relying on One Type of Content Alone
Too many business owners forget that there’s more than just one type of content out there available for them to use. Yes, written content may be a tried-and-tested, reliable method of providing information to your readers, however, today’s viewers are demanding more convenient, bite-sized content types such as short video clips, infographics, and image-based listicles.
Diversifying your content marketing efforts will ensure that you don’t get left behind your competition. And, you will be able to reach out to a broader range of individuals by reaching out to a variety of different preferences.
Mistake #5. Ignoring Social Content
Having a business blog and guest posting on other authority sites and blogs is a great content marketing strategy. However, if it is not closely accompanied by social media marketing, you will only be getting a fraction of the potential results.
Whilst focusing on your blog, website and other content around the web, don’t forget to keep your social media profiles active. Whenever you create a new piece of content, you should share it across a variety of social media networks to ensure that it gains maximum exposure. Additionally, you should also be creating content specifically for social media to encourage your followers to engage with your brand.
Mistake #6. Being Inconsistent
Successful content marketing is always based around routine. For example, if you run a business blog, you are probably going to get better results if you schedule your latest blog posts to be published at the same time each day or week. Humans are creatures of habit; once we are in a routine with something it can be difficult to break – even if that’s checking for the latest content on our favorite brand blogs.
Gaining steady regularity with your content updates is much more effective than simply posting new content as much as you can. Rather than sporadically uploading new content whenever possible, focus on producing one or two regular new pieces per week that your readers will come to expect.
Mistake #7. Creating One-Hit Wonders
One of the biggest mistakes you can make when executing your content marketing strategy is to produce one-time great content. An amazing article, infographic, long-from blog post or informational video doesn’t have to be put in the box and forgotten about once it’s published.
Instead, keep your readers interested by creating new content and repurposing. For example, you could deconstruct a long-form blog post, create follow-up articles on how-to videos, or create informational videos to further explain popular infographics.
Mistake #8. Too Much Time Sensitive Content
On the web, content that’s only relevant for a short amount of time will quickly go out of date and stop attracting visitors to your site. Although it’s great to come up with some informational seasonal content when the time is right, it’s more important to focus on producing materials that provide your readers with great value on any day of the year.
If you do tie content to trending or current events, then it’s a good idea to keep in mind how you could tweak it to maintain its relevance in the future whilst producing it.
Content marketing mistakes can make the whole process more difficult and costly. So, it pays to be aware of what to avoid before you invest your time and money.